Know deeply.
Build boldly.
Launch decisively.
Equanimity Advisory is your thought partner for grounded clarity on your customers, your market, and your path to win.
Why
Software is cheap now. Building is fast. Shipping is faster. The gap between idea and product has nearly collapsed. But that’s true for everyone. Your competitors are shipping just as fast as you are.
Your edge is no longer speed. It’s strategy.
The founders who win aren’t the ones who ship the most. They’re the ones who know their customers so deeply — the data, the conversations, the patterns no one else is paying attention to — that every decision, move, or dollar compounds into an edge your competitors can’t copy.
That kind of clarity doesn’t come from moving faster. It comes from its opposite. From stepping back, finding your center, and looking at your market and customers with clarity.
That’s equanimity: the calm, grounded presence that lets you see what’s actually there, not what the noise is telling you to chase.
That’s what we help founders do. Know deeply. Build boldly. Launch decisively.
Services
Know Deeply
We create clarity around who your customers are, how your market moves, and where you’re uniquely positioned to win — grounded in real data: customer interviews, surveys, product performance, and market research.
Build Boldly
We turn that clarity into a business strategy and product roadmap together. We pressure-test it as decisions come, acting as your voice of the customer and strategist.
Launch Decisively
We take it to market with you. From messaging and channel strategy to go-to-market execution, we’ll roll up our sleeves and put it in front of the right people, the right way.
About
John Josi is an advisor and product strategist, with six years across Ramp, SoFi, and Adyen in strategy, product, and Chief of Staff roles. He has taken bill payment and invoice financing products to market, built segmentation and lead scoring models, turned around at-scale business lines, and launched credit cards from zero.
He started Equanimity Advisory to help early-stage fintech founders get rigorous about their customers and their market before their next big move.
John lives in West Marin, where he hosts a radio show, writes poetry, and gets mixed up in community happenings.